Do we ignore vernacular media?
By Editor on Dec 14, 2006 in media, mediarelations
Are the PR industry and its clients just crazy after the English media? Do the regional media interest them at all?
I was chatting with a friend and she mentioned that PR people and clients in most cases ignore vernacular language media. Whoever the clients may be, whatever industry or company; they always seem to prefer English media for coverage. Well yes it depends on company to company but we are talking about the ‘average’ here. Is it always the TOI, HT, IE, ET, HBL, FE, and BS?
Are our clients happy with a snippet in FE, than say a half a page exclusive in Malayala Manorama, given that the latter is one of the regional heavyweight? I have a client who says that every media coverage should result in some sales call from potential customers and for that appearing in English newspapers like ET and BS is a must. However again, his business was B2B. What about those lifestyle product manufacturers?
I know for sure that the largest selling newspapers in India is not English. Why this attitude then? Maybe the answer lies in this simple line – perception matters – a truth why the PR industry is thriving. It’s not always the bare facts that make you successful. It’s also what people think of you.
What I was thinking, perhaps we can educate our clients on the readership profiles of various media, just like the way media planning agencies do. Maybe this will bring a change in their views on the regional media.
Popularity: 3% [?]
On Dec 15, 2006, Measured Vizard said:
Ofcourse! clients are crazy to see their names in english media but this doesn’t mean they ignore vernaculars. Well, it depends on kinda news itself..target audience…readers…customers. Critical is IMPACT. What Impact these snippets / exclusive stories have on clients’ business objective ..are they aligned with it? resulting in change of behaviour? influencing the opinion?
Can SoV / Ad Value Reports answer these questions?
Gauge It!
On Dec 15, 2006, bella said:
Hey HH,
Cool topic…keep rolling such topics.
I have seen a lot of people who would pay more attention to English papers. Even, if their product cost Rs.2000 and useful for anyone. For example lets take an example of shirt , I don’t think there is any need to go berserk after English media or only English magazine. Does people who read hindi papers don’t wear shirt?? Do they earn so little that they cant affords to spend 500-1000 bucks on a shirt?? Ok people( a lot of) ready English papers in Metros , but how much proportion of our population live in metro?
Why it depends from company to company when it comes to Hindi media? Does people who ready hindi paper or magazine or watch Hindi Channels have no right to know about particular company? Are they not responsible for image building? Are they not contributing directly or indirectly in the success or failure or a company??
Cheers!
Bella.
On Dec 16, 2006, hobbit said:
Thanks measured vizard and thanks bella. great inputs and good questions.
On Jan 3, 2007, Anukul said:
Yes I totally agree that we should inform client that we cant just look coverage in English media. The regional media is too powerfull tool to reach clients target audience. I have observed people though read english, But the well educated people do read regional papers to get the local news and sense of belonging to mother tongue.
It is our job to explain client that regional is too important and makes vital decision for consumers to make purchase of there products and the impression of the company.
For example the way Maharahstra Times and Loksatta playing an important role for youths. They creat platform to choose them the different careers avaible today. Plus the various events orgainsed by these publication to reach there readers.
Maharashtra Times – Carnival festival in december.
Loksatta – Viva / Property Times/ Vasutrang. etc.
So I think regional do play an important role in PR.
Regards
Anukul Bhavsar.
Regards
Anukul.
On Jan 8, 2007, hobbithob said:
thanks anukul.